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6 Tips For Effective Cross-Channel Marketing

The marketing landscape is evolving very fast, and marketers constantly need to adopt both proven and promising technologies and practices. Cross-channel marketing is a major concern for every marketer in this age of increasing communication channels where brands need to communicate with their customers and prospects in a unified voice. Often cross-channel marketing is expensive and difficult to run. However, in most cases, certain subtle alterations in marketing techniques can help drive a campaign effectively.

The following are six effective pointers for successful cross-channel marketing:

1. Choosing the right channel

The number of communication channels has been on the rise with every passing year. The use of different communication channels also vary according to audience. Enterprises, therefore, need to focus on only those channels that their customers and prospects prefer most. Besides, ensuring synergy between fewer but relevant channels is easier and more effective than trying to run separate campaigns on all major channels.

2. Delivering a consistent message

Cross-channel marketing is not simply about making the brand visible on all communication channels, it is about conveying the same message to audiences irrespective of the medium. Inconsistent messaging creates a confusing picture of the brand in the consumer’s mind.

Marketing technology has advanced significantly, and there are a number of tools that marketers can effectively leverage to deliver an impactful brand message. They need to be able to identify those that can help them integrate their messaging practices across channels.

3. Repurposing content

Marketers often get tangled in developing unique content for all their marketing channels without even giving a thought to repurposing content. Marketing collaterals, more often than not, can be tweaked for different channels. Repurposing an existing repository of content not only saves time but also the effort spent on delivering a uniform brand message.

4. Eliminating organizational silos

Eliminating the disconnectedness between organizational departments is critical in delivering a consistent brand message across communication channels. Companies need to facilitate frictionless dialogue between the teams handling different communication channels. Consistency in messaging is difficult to achieve unless there is a free flow of ideas. Periodic meetings is an effective way to ensure that everyone is on the same page. However, what is needed is a work culture where teams can work in consonance with each other.

5. Leveraging customer data

The information supplied by customers is vital in developing a holistic understanding of their preferences. This in turn ensures a high degree of relevance in messaging. Consistent irrelevant messaging will drive potential customers away.

In this context, it is crucial to prioritize customer-supplied data over captured customer data. Customer-supplied data indicates that the visitor has expressed an interest in a brand’s offerings, and marketers need to leverage it to drive conversation towards conversion.

6. Allocating budget adequately

The sheer fact that most organizations are increasing their marketing budget is a clear indication of the overall success of their marketing practices. Therefore, organizations need to devote a significant chunk of the budget to new marketing practices in order to stay ahead of the competition. Even small increments can give marketers the required bandwidth to effectively drive a campaign.